臺灣博碩士論文加值系統

在台灣，250 c.c. 以上之大型重型摩托車市場自2002年10月開放。這些車主們通常會組成“車主俱樂部”，此團體的成員為小眾且固定。目前從眾行為研究大多都是討論股市股市的從眾現象，尚無探討此種特定團體的消費行為會不會受到群體成員的影響。本論文研究旨在探討BMW Motorrad 重型機車車主俱樂部會員從眾行為對人身部品購買決策影響，以Lascu及Zinkhan在1999年提出用在行銷領域的從眾行為模型做為本研究架構的理論基礎，探討個人特性、群體特性、品牌特性及工作/情境特性對從眾行為與對人身部品購買決策之影響是否有顯著性。本論文且依兩位學者建議的實務應用，亦再探討從眾行為是否會受廠商推廣管理所干擾。
本研究以BMW Motorrad 重型機車車主俱樂部會員為研究對象，以問卷調查進行實證分析，共發放了200份問卷，刪除無效問卷後共計回收163份問卷，所歸納出的結論如下：
一、車主俱樂部會員之基本屬性及其人身部品消費屬性對於從眾行為沒有顯著影響，即車主俱樂部會員之基本屬性及其人身部品消費屬性並不會影響從眾行為。
二、由典型相關分析結果來看，個人特性、群體特性及工作/情境特性對從眾行為皆為顯著影響，亦即Lascu and Zinkhan(1999)整理影響從眾行為的四個特性於本研究中僅「品牌特性」未獲得支持。
三、「規範性從眾行為」對「同儕影響購買意願」、「意見領袖影響購買意願」、「多人購買過的經驗」皆呈「同向」且密切的影響。即BMW摩托車俱樂部車主們，非常會受到「同儕」、「意見領袖」及「多人購買過的經驗」的影響，而且其影響程度高低的排序分別為「同儕」、「意見領袖」及「多人購買過的經驗」。
四、由推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析結果來看，從眾行為會受廠商推廣管理所干擾。

The present study aims to explore the effect of herd/conformity behavior of BMW Motorrad owner’s club members as specific group, in view of the facts: firstly, the existing studies on herd/conformity behavior have long focused on the conformity phenomenon in securities market but never on the possible influence to specific group’s consumer behavior from the group members; secondly, Taiwan sees the rise of a specific and stable niche group in the form of “owner’s club” of 250cc plus capacity heavy-duty motorcycles ever since the approval of open market for heavy-duty motorcycles in October 2002. The study pinpoints in particular the behavior’s influence to purchase decision making on rider equipment, adapts “conformity behavior model in marketing domain” presented by Lascu & Zinkhan, 1999, as the theoretical foundation for the framework of the present study, and explores the influence of personal characteristics, group characteristics, brand characteristics, and task/situation characteristics to herd/conformity behavior and to purchase decision making of rider equipment respectively; and furthermore clarifies if the said influence relationships will be interfered by manufacturer’s promotion management.
The present study adapts members of BMW Motorrad owner’s club as target subjects and implements empirical analysis with questionnaire survey in which 200 copies of questionnaire were distributed and 163 copies returned collected, and the study finds the conclusions as follows:
1. The basic attribute and the rider equipment consumer attribute of BMW Motorrad owner’s club members: show no significant influence at all, that is, the basic attribute and the rider equipment consumer attribute of BMW Motorrad owner’s club members does not influence conformity behavior.
2. In terms of canonical correlation analysis results: among the personal characteristics, group characteristics, and task/situation characteristics, all demonstrates significant influence to herd/conformity behavior, that is, in the present study only brand characteristics among the four influencing factors sorted out by Lascu and Zinkhan (1999) is not significant.
3. In terms of normative influence on consumer’s behavior: the results demonstrate “unidirectional” and intertwined influence to “peers’ influence to purchase intentions” “opinion leader’s influence to purchase intentions” and “many purchaser’s purchase experiences”. That is, BMW Motorrad owner’s club members are often influenced by “peers”, “Opinion leaders” and “many purchasers’ purchase experiences” and the influence amplitudes comes in the strength order of “peers”, “Opinion leaders” and “many purchasers’ purchase experiences”.
4. In terms of the results of canonical correlation analysis on the interference of promotion management to “the facet of the four factors influencing conformity behavior”, conformity behavior is subject to the interference of manufacturer’s promotion management.

目錄
摘要 I
ABSTRACT II
謝誌 IV
圖目錄 VI
表目錄 VII
第一章 緒 論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究範圍 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 從眾行為的定義 5
第二節 從眾行為的模型 7
第三節 推廣管理PROMOTION MANAGEMENT 19
第三章 研究方法 21
第一節 研究架構 21
第二節 研究變項及操作型定義 22
第三節 研究假設 24
第四節 抽樣設計 25
第五節 問卷設計 26
第六節 資料處理與分析方法 27
第四章 研究結果 28
第一節 受訪BMW摩托車車主俱樂部會員基本屬性分析 28
第二節 人身部品消費屬性分析 40
第三節 影響從眾行為之四個特性因素構面信度分析 46
第四節 四個從眾行為影響因素構面對從眾行為規範極端性的兩個構面之典型相關分析 50
第五節 從眾行為對購買意願之典型相關分析 52
第六節 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之 典型相關分析 54
第七節 本研究假設驗證情形 74
第五章 結論與建議 75
第一節 結論 75
第二節 研究發現在研究上之貢獻及建議 77
第三節 研究限制與後繼研究建議 78
參考文獻 79
附錄 84

圖目錄
圖1-4-1 研究流程圖 4
圖2-2-1 從眾行為的模型 16
圖3-1-1 研究架構 21
圖4-4-1 從眾行為影響因素構面對從眾行為規範極端性構面之典型相關分析路徑圖 51
圖4-5-1 從眾行為規範極端性構面對購買意願購面之之典型相關分析路徑圖 53
圖4-6-1 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D1 LOW 58
圖4-6-2 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型 相關分析 – D2 HIGH 60
圖4-6-3 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D2 LOW 62
圖4-6-4 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D3 HIGH 65
圖4-6-5 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D3 LOW 67
圖4-6-6 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D4 HIGH 70
圖4-6-7 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D5 LOW 73

表目錄
表2-2-1 影響從眾行為四個特性 14
表2-2-2 影響從眾行為因素表 17
表3-2-1 研究變項之觀念性定義、操作性定義與測量工具表 22
表4-1-1 受訪BMW摩托車車主俱樂部會員基本資料分析 – 年齡 28
表4-1-2 受訪BMW摩托車車主俱樂部會員基本資料分析 – 性別 29
表4-1-3 受訪BMW摩托車車主俱樂部會員基本資料分析 – 職業 29
表4-1-4 受訪BMW摩托車車主俱樂部會員基本資料分析 – 職位 30
表4-1-5 受訪BMW摩托車車主俱樂部會員基本資料分析 – 教育程度 30
表4-1-6 受訪BMW摩托車車主俱樂部會員基本資料分析 – 個人年所得 31
表4-1-7 群體特性之敘述性分析表 32
表4-1-8 個人特性之敘述性分析表 34
表4-1-9 品牌特性之敘述性分析表 35
表4-1-10 工作/情境特性之敘述性分析表 36
表4-1-11 干擾變項 - 推廣管理之敘述性分析表 37
表4-1-12 從眾行為之敘述性分析表 38
表4-1-13 購買意願之敘述性分析表 38
表4-1-14 車主俱樂部會員基本屬性對從眾行為之變異數分析表 39
表4-1-15 車主俱樂部會員性別對從眾行為之T檢定 39
表4-2-1 BMW車主俱樂部會員對人身部品消費的基本屬性分析–您過去三年內所購買人身部品的金額 40
表4-2-2 BMW車主俱樂部會員對人身部品消費的基本屬性分析–您所購買BMW品牌的人身部品金額 41
表4-2-3 BMW車主俱樂部會員對人身部品消費的基本屬性分析–我目前騎車最常戴的安全帽是 BMW 品牌的 41
表4-2-4 BMW車主俱樂部會員對人身部品消費的基本屬性分析–我目前騎車最常穿的防摔衣是 BMW 品牌的 42
表4-2-5 BMW車主俱樂部會員對人身部品消費的基本屬性分析–我目前騎車最常穿的騎士靴是 BMW 品牌的 42
表4-2-6 BMW車主俱樂部會員對人身部品消費的基本屬性分析–我目前騎車最常戴的手套是 BMW 品牌的 42
表4-2-7 BMW車主俱樂部會員對人身部品消費的基本屬性分析–我目前所屬的車主俱樂部為 43
表4-2-8 BMW車主俱樂部會員對人身部品消費的基本屬性分析–我目前的座 駕為 44
表4-2-9 BMW車主俱樂部會員對人身部品消費的基本屬性分析–過去一年我 參加車主俱樂部的次數為： 44
表4-2-10 人身部品消費屬性對從眾行為之變異數分析表 45
表4-2-11 人身部品消費屬性對從眾行為之T檢定 45
表4-3-1 本研究「群體特性」預測量表之信度係數 46
表4-3-2 本研究「個人特性」預測量表之信度係數 47
表4-3-3 本研究「品牌特性」預測量表之信度係數 48
表4-3-4 本研究「工作/情境特性」預測量表之信度係數 49
表4-3-5 本研究更新後「工作/情境特性」預測量表之信度係數 49
表4-4-1 從眾行為影響因素構面對從眾行為規範極端性構面之典型相關分析摘要表 50
表4-5-1 從眾行為規範極端性構面對購買意願購面之典型相關分析摘要表 52
表4-6-1 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之樣本分群 55
表4-6-2 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D1 LOW 57
表4-6-3 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D2 HIGH 60
表4-6-4 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D2 LOW 62
表4-6-5 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D2干擾影響 63
表4-6-6 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D3 HIGH 65
表4-6-7 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D3 LOW 67
表4-6-8 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D3干擾影響 68
表4-6-9 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D4 HIGH 70
表4-6-10 推廣管理之於“四個從眾行為影響因素構面對從眾行為”干擾之典型相關分析 – D5 LOW 72

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